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Mindshare: Igniting Creativity and Innovation Through Design Intelligence
     

Mindshare: Igniting Creativity and Innovation Through Design Intelligence

by Nikos Acuña
 
Marketers often use the term mindshare to illustrate the popularity of a brand. But its implications go much deeper than influencing purchase behavior. Mindshare is a gift-a form of creative commerce and collective intelligence. Told in a rich, lyrical style, Mindshare is a portrait of the modern creative mind and a narrative of its process, a practical guide, and a

Overview

Marketers often use the term mindshare to illustrate the popularity of a brand. But its implications go much deeper than influencing purchase behavior. Mindshare is a gift-a form of creative commerce and collective intelligence. Told in a rich, lyrical style, Mindshare is a portrait of the modern creative mind and a narrative of its process, a practical guide, and a plea for ambition that captures the imagination by exploring the dynamic nature of creativity and innovation as a multifaceted, integrated craft and the creation of consciousness.

This book explores innovation within the audacious scope and framework that truly illustrates its paradoxical and kaleidoscopic nature. It empowers us with the notion that innovation is an intrinsic collective power driven by the same creative instinct that fuels our desires, seeks pleasure, strives to be better, and dares to discover new worlds. This reveals a groundbreaking worldview-that the essence of life is not survival but creation. Building a remarkable brand, overcoming any challenge, and achieving anything in life are the result of design intelligence.

Mindshare is about how organizations and individuals can use design strategies to be more innovative, distinctive, and successful. But it's also about our essential nature, how to use our creative instinct to live a more fulfilling life, and how creativity shapes the modern world. The awareness of this process achieves mindshare-an intrinsic collective power that has the potential to help us design a better world.

Editorial Reviews

Publishers Weekly
Advertising and marketing guru Acuña draws on research and personal experience in this timely book on creativity and design innovation in business. Partly theoretical, partly self-help, and thoroughly researched, this book examines the changing ways of business and how workers can contribute to increased creativity in their own company. Acuña uses examples of successful ventures like Apple and TED to demonstrate the importance of fostering mindshare, innovation, the creative process, and design intelligence in today's business world. He passionately argues that these ideas, defined essentially as collaborative skills used to create an optimal product or brand experience, are necessary for connecting to today's increasingly thoughtful consumer population. While this book is packed with practical advice for business leaders, such as on successfully implementing the creative process or understanding design principles, a repetition of terms and ideas makes it difficult, in some chapters, to follow a central argument. Acuña's core insights are convincing and well-supported, but his enthusiasm often wins out over clarity, making this book best for those both patient and passionate enough to work for the kernels of wisdom it contains. (Aug.)

Product Details

ISBN-13:
9780985806613
Publisher:
OneArchetype
Publication date:
09/15/2012
Pages:
432
Product dimensions:
6.00(w) x 9.00(h) x 0.96(d)
Age Range:
3 Months

Meet the Author

Nikos Acuña is a creativity and innovation specialist, operations and marketing executive, media strategist, and entrepreneur. He is currently the SVP of operations and marketing at digitaladtech, a digital platform innovation company that connects brands and media companies with audiences in meaningful ways. He is also the creative director of Nioverse Media—a creativity, innovation, and design company.

Nikos has spent the majority of his career with a focus on achieving mindshare for his clients and the companies he works for, with 15 years of experience in driving revenues through strategic communications: building value, branding, digital advertising, PR, and cross-platform integration, having worked on both the media and agency sides of the business across multiple vehicles, channels, and digital platforms to amplify brand and customer experiences.

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